Chris Drouin works for Asics Digital on the consumer analytics and insights team, serving the sports footwear brand around the world. His team is specifically focused on advanced analytics, building models and machine learning solutions and building data-driven features for users and customers.
Drouin serves as manager of Advanced Analytics at Asics Digital. He and his team are working towards a single customer view of the 50 million customers of the brand’s footwear and sportswear apps as well as users of the Asics Studio and RunKeeper apps.
Part of what drives this is his dislike of treating a customer as if every interaction was the first interaction with them, even though there may have been several encounters and purchases in the past. He said: “It is not a good experience to have somebody who has been running with RunKeeper for 10 years and say to them ‘Hey, would you like a beginners course to run your first 5k?’
“We’ve got a lot of features in the pipeline."
To avoid this, he and his team are using a CRM solution with features that personalise the experience for the users and customers. One tool Asics is using is Salesforce Marketing Cloud to connect and communicate with customers. Asics employees globally also have access to Tableau dashboards which they use to “jump in” and answer questions from data directly.
“We’ve got a lot of features in the pipeline, particularly for our fitness apps users, so RunKeeper and Asics Studio, where we’re looking at ways to take that information and make their experience that much better and that much smarter,” said Drouin. Asics Digital is also using cloud-based data warehouse Snowflake to help with this.
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